高速铁路顾客满意度测评研究.doc

摘要:随着高速铁路的快速发展，全国高铁网络格局初步形成。作为一种新型快捷交通方式，高速铁路被公认是解决城市间繁忙干线中旅客运输的最佳交通工具。优质的产品和服务、让顾客满意是运输企业在激烈的竞争中制胜的法宝。面对激烈的客运市场竞争，高铁客运需要对顾客满意度及其影响因素进行测评研究，才能了解顾客的需求，改善服务质量，保持竞争优势。

　　　本文从高铁顾客对服务质量体验角度出发，借鉴美国顾客满意度指数模型，结合服务质量SERVQUAL量表，构建高速铁路顾客满意度测评指标体系。根据测评体系内容设计调查问卷，并以沪宁城际铁路为例进行实证分析。借助SPSS18.0统计软件进行探索性因子分析、信度检验和效度检验，证明问卷数据和测评指标体系的可靠性、合理性。同时从实际调查数据出发，运用因子分析法提取影响顾客满意度的因子，确定因子及各指标权重，并计算出沪宁城际铁路顾客满意度指数，对测评结果进行分析说明，提出提高顾客满意度的对策建议。

关键词：高速铁路；顾客满意度；服务质量；测评指标

Abstract:With the fast development of high-speed railway, the national high-speed rail network has been preliminarily formed. As a new and fast mode of transportation, high-speed railway is considered as the best transport to solve passenger transport between the city busy trunk. Quality products and services, customer satisfaction is the key for the transportation enterprises to win in the fierce competition. Faced with fierce competition in the passenger market, high-speed railway needs to evaluate customer satisfaction and its influencing factors in order to understand customer needs, improve service quality and maintain competitive advantage. 

　　　The paper starts from the perspective of high-speed rail customer service quality experience, learns from the American customer satisfaction index model, and combines with the service quality SERVQUAL table to build the high-speed railway customer satisfaction evaluation system. According to the evaluation system designs questionnaire, takes the Shanghai-Nanjing intercity railway as an example of empirical analysis. Using SPSS18.0 statistical software to exploratory factor analysis, reliability test and validity test to prove the reliability and rationality of the questionnaire data and evaluation system. At the same time, starting from the actual survey data, using the factor analysis method to extract the factors affecting customer satisfaction, determine the factors and the index weight, and calculate the high-speed railway customer satisfaction index. With analyzes the result of the evaluation, put forward the suggestions to improve customer satisfaction.

Keywords: High-speed railway; customer satisfaction; service quality; evaluation index

　　　随着武广高铁等客运专线的开通，高铁客运冲击了民航的中长途客运市场，而城际高铁的运营又削弱了公路运输在短途客运市场上优势，客运市场的竞争日益加剧。相比既有的铁路运输，高铁的建设成本和运营成本高，票价也有所提高，而其目标顾客是对服务质量比较敏感的中高端人群，顾客在用较高投入来购买客运产品时，对于心理需求、价值感知、服务质量及评价标准等方面提出了更高要求。目前，我国高铁事业还处于规划建设时期，运营里程虽居世界第一位，但仍然存在着票价偏高、换乘不便、服务不完善等问题。

　　　客运市场的竞争是服务质量的竞争，优质的产品和服务是运输企业在激烈的竞争中制胜的法宝。顾客的满意度评价是衡量高铁客运服务质量的重要指标，对高铁顾客满意度进行测评与分析，能够了解客运服务现状与顾客需求，掌握顾客满意度的影响因素，同时发现客运服务的不足之处，并针对性的提出改进措施，有利于改善客运服务质量，提高顾客满意度，给高铁客运带来经济效益和顾客忠诚，保持竞争优势，实现高铁的可持续发展。